Top

Published in:

2020 | OriginalPaper | Chapter

Experiential Marketing as a Moderating Effect on Exhibitor Performance at International Tourism Trade Shows

Authors : Zauyani Zainal Mohamed Alias, Nor’ain Othman

Published in: Travel and Tourism: Sustainability, Economics, and Management Issues

Publisher: Springer Singapore

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

International tourism trade shows are an essential instrument for the marketing of goods and services. Trade shows establish direct relationships between supply and demand and provide the opportunity for specific marketing activities. A growing body of academic and practitioner trade show literature has highlighted the relationship between trade show marketing strategies and trade show performance. However, the effect of exhibitor experience on the international trade show marketing strategy and performance relationship has not been addressed in the literature. This paper, therefore, fills the research gap by examining the moderating role of exhibitors’ trust, commitment, and satisfaction during their trading experience at selected trade shows. The purpose of this study is (1) to identify the experiential marketing concepts at international tourism trade shows, (2) to determine the dimensions of exhibitors’ trading experience at international tourism trade shows, (3) to develop a conceptual framework regarding the relationship between the exhibitors’ trading experience and trade show performance, and (4) to propose a new perspective on exhibitors’ performance at international trade shows from an experimental point of view. A theoretical model of the effect that exhibitors’ experience has on trade show performance was developed, drawing on research regarding exhibitor behavior, experiential marketing, government support, and trade show performance. A questionnaire consistent with a positivist methodology was developed and tested, data was collected from 100 respondents, and structural equation modeling was used to test the theoretical and other competing models. This study provides an initial understanding of the nature of exhibitors’ experiences at international trade shows. By reporting exhibitor responses, this study also contributes to research on trade show performance.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Employee Perceptions of the Economic, Social, and Environmental Effects of the Kuşadasi International Golf Resort

next chapter Research on the Determination of Preferences for Showrooming and Webrooming Behaviors in Vacation Purchase

Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3), 303–325.CrossRef

Bello, D. C. (1992). Industrial buyer behavior at trade shows: Implications for selling effectiveness. Journal of Business Research, 25(1), 59–80.

Bello, D. C., & Barksdale, H. C. (1986a). Exporting at industrial trade shows. Industrial Marketing Management, 15(3), 197–206.CrossRef

Bello, D. C., & Barksdale, H. C. (1986b). Exporting industrial products at American trade shows. In Advances in business marketing (pp. 1–25). Stamford, CT: JAI Press.

Bonoma, T. V. (1983, January–February). Get more out of your trade shows. Harvard Business Review, 6, 75–83.

Breiter, D., & Milman, A. (2007). Predicting exhibitor levels of satisfaction in a large convention center. Event Management, 10, 133–143.CrossRef

Cater, B., & Zabkar, V. (2009). Antecedents and consequences of commitment in marketing research services: The client’s perspective. Industrial Marketing Management, 38(7), 785–797.CrossRef

Cavanaugh, S. (1976). Setting objectives and evaluating the effectiveness of trade show exhibits. Journal of Marketing, 40(4), 100–103.CrossRef

Cleverdon, R. (2001). Introduction: Fair trade in tourism—applications and experience. International Journal of Tourism Research, 3(5), 347–349.

Creswell, J. W. (2009). Research design: Qualitative, quantitative and mixed methods approaches (3rd ed.). Thousand Oaks, CA: Sage.

Creswell, J. W., Plano C. V., Gutmann, M., & Hanson, W. (2003). Advance mixed methods designs, In A. Tashakkori & C. Teddlie (Eds.), Handbook of mixed method research in the social and behavioural sciences. Thousand Oaks, California: Sage Publications.

Dekimpe, M. G., Francois, P., Gopalakrishna, S., Lilien, G. L., & Van den Bulte, C. (1997). Generalizing about trade show effectiveness: A cross-national comparison. Journal of Marketing, 61(4), 55–64.CrossRef

Devellis, R. F. (2012). Scale development: Theory and applications (3rd ed.). Thousand Oaks, CA: Sage.

Fayos-Sola, E., Marin, A., & Meffert, C. (1994). The strategic role of tourism trade fairs in the new age of tourism. Tourism Management, 15(1), 9–16.

Gabrielli, V., & Balboni, B. (2010). SME practice towards integrated marketing communication. Marketing Intelligence & Planning, 28(3), 275–290.CrossRef

Goodsell, S. (1996). The role of exhibitions in the European marketing mix. Paper presented at Kawalek Software Marketing Perspectives, San Francisco, CA.

Gopalakrishna, S., & Lilien, G. L. (1995). A three-stage model of industrial trade show performance. Marketing Science, 14(1), 22–43.CrossRef

Gopalakrishna, S., Williams J.D. (1992). Planning and performance assessment of industrial trade shows: An exploratory study. International Journal of Research Marketing, 9, 207–224.

Gopalakrishna, S., Lilien, G. L., Williams, J. D., & Sequeira, I. K. (1995). Do trade shows pay off? Journal of Marketing, 59(July), 75–83.

Grayson, K., Johnson, D., & Chen, D. R. (2008). Is firm trust essential in a trusted environment? How trust in the business context influences customer. Journal of Marketing Research, 45(2), 241–256.CrossRef

Greene, J., & Caracelli, V. (1997). Defining and describing the paradigm issue in mixed-method evaluation. New Directions for Program Evaluation, 74, 5–17.CrossRef

Greipl, E., & Singer, E. (1980). Auslandsmessen als Instrument der Außenhandelsförde- rung (Schriftenreihe des IFO-Instituts für werbewissenschaftliche Gesellschaft). Berlin, Germany: Duncker und Humblot.

Han, H., & Verma, H. (2014). Why attend tradeshows? A comparison of exhibitor and attendee’s preferences. Cornell Hospitality Quarterly, 55, 239–251.CrossRef

Hansen, K. (1996). The dual motives of participants at international trade fairs. International Marketing Review, 13(2), 39–53.CrossRef

Hansen, K. (2004). Measuring performance at trade shows—Scale development and validation. Journal of Business Research, 57(1), 1–13.CrossRef

Hutcheson, G., & Sofroniou, N. (1999). The multi variate social scientist. London: Sage.CrossRef

Jacobson, D. (1990, March). Marketers say they’ll boost spending. Business Marketing, 75, 31–32.

Jin, X., & Weber, K. (2013). Developing and testing a model of exhibition brand preference: The exhibitors’ perspective. Tourism Management, 38, 94–104.CrossRef

Johnson, B. R., & Onwuegbuzie, A. J. (2004). Mixed method: A research paradigm whose time has come. Educational Researcher, 33(7), 14–26.CrossRef

Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.CrossRef

Jones, T., Taylor, S. F., & Bansal, H. S. (2008). Commitment to a friend, a service provider, or a service company: Are they distinctions worth making? Journal of Convention & Event Tourism, 7(3–4), 85–98.

Jung, M. (2005). Determinants of exhibition service quality as perceived by attendees. Journal of Convention & Event Tourism, 7(3–4), 85–98.CrossRef

Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36.CrossRef

Kantsperger, R., & Kunz, W. H. (2010). Consumer trust in service companies: A multiple mediating analysis. Managing Service Quality, 20(1), 4–25.CrossRef

Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(2), 71–82.CrossRef

Keller, K. L. (2003). Building measuring and managing brand equity (2nd ed.). Upper Saddle River: Prentice Hall.

Kemp, R. A., & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research, 35(3), 87–94.

Kerin, R. A., & Cron, W. L. (1987). Assessing trade show functions and performance: An exploratory study. Journal of Marketing, 51(3), 87–94.CrossRef

Kijewski, V., Yoon, E., & Young, G. (1993). How exhibitors select trade shows. Industrial Marketing Management, 22(4), 287–298.CrossRef

Kirchgeorg, M., Springer, C., & Kastner, E. (2010). Objectives for successfully participating in trade shows. Journal of Business & Industrial Marketing, 25(1), 63–72.CrossRef

Kotler, P. (2003). Marketing insight from A to Z. 80 concepts a manager needs to know. Hoboken: Wiley.

Lacey, R. (2007). Relationship drivers’ of customer commitment. Journal of Marketing Theory and Practice, 15(4), 315–327.

Lee, C. H., & Kim, S. Y. (2008). Differential effects of determinants on multidimensions of trade show performance: By three stages of pre-show, at-show, and post-show activities. Industrial Marketing Management, 37(7), 784–796.CrossRef

Lee, J., & Back, K. (2009). Examining the effect of self-image congruence, relative to education and networking, on conference evaluation through its competing models and moderating effect. Journal of Convention & Event Tourism, 10, 256–275.CrossRef

Li, L. Y. (2007). Marketing resources and performance of exhibitor firms in trade shows: A contingent resource perspective. Industrial Marketing Management, 36, 360–370.CrossRef

Li, L. Y. (2008). The effects of firm resources on trade show performance: How do trade show marketing processes matter? Journal of Business Industrial Marketing, 23(1), 35–47.

Lin, Y., Jiang, J., & Kerstetter, D. (2015). A three-component framework for trade show performance evaluation. Journal of Hospitality & Tourism Research, 42(6), 855–879. https://doi.org/10.1177/1096348015619747.CrossRef

Ling-Yee, L. (2006). Relationship learning at trade shows: Its antecedents and consequences. Industrial Marketing Management, 35, 166–177.

Maghnati, F., Choon Ling, K., & Nasermoadeli, A. (2012). Exploring the relationship between experiential marketing and experiential value in the smartphone industry. International Business Research, 5(11), 169–177.CrossRef

Makens, J. C., & Gee, C. Y. (1987). Building sales success with travel missions. Cornell Hotel and Restaurant Administration Quarterly, 28(3), 67–73.

Manuera, J., & Ruiz, S. (1999). Trade fairs as services: A look at visitors’ objectives in Spain. Journal of Business Research, 44(1), 17–24.CrossRef

Motwani, J., Rice, G., & Mahmoud, E. (1992). Promoting exports through international trade shows: A dual perspective. Review of Business, 13(4), 38–42.

Munro, S., Lewin, S., Swart, T., & Volmink, J. (2007). A review of health behaviour theories: How useful are these for developing interventions to promote long-term medication adherence for TB and HIV/AIDS? BMC Public Health, 7, Art no. 104.

Nisbet, E. K. L., & Gick, M. L. (2008). Can health psychology help the planet? Applying theory and models of health behaviour to environmental actions. Canadian Psychology, 49, 296–303.CrossRef

Nunnally, J. (1978). Psychometric theory. Hillsdale: McGraw-Hill.

Pantano, E. (2011). Cultural factors affecting consumer behavior: A new perception model. EuroMed Journal of Business, 6(1), 117–136.CrossRef

Parasuraman, A. (1981, October). The relative importance of industrial promotion tools. Industrial Marketing Management, 10, 277–281.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business to business, services context: An empirical examination. International Journal of Service Industry Management, 8(5), 414–434.CrossRef

Pfeiffer, R., Burgemeister, H., Hibbert, E., & Spence, M. (1997). A comparative survey of trade fairs in U.K. and Germany in three industry sectors. Proceedings, European Marketing Academy Conference, Warwick, 1934–1943.

Pitta, A. D., Weisgal, M., & Lynagh, P. (2006). Integrating exhibit marketing. Journal of Consumer Marketing, 23(3), 156–166.CrossRef

Rosson, P. J., & Seringhaus, F. H. R. (1995). Visitor and exhibitor interaction at industrial trade fairs. Journal of Business Research, 32(1), 81–90.

Ryu, K., Han, H., & Kim, T. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459–469.CrossRef

Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394–409.CrossRef

Santos, J., & Boote, J. (2003). A theoretical exploration and model of consumer expectations, post purchase affective states and affective behaviour. Journal of Consumer Behaviour, 3(2), 142–156.CrossRef

Schmitt, B. (2010/2011). Experience marketing: Concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55–112.

Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology (Elsevier Science), 22(1), 7–17.CrossRef

Seringhaus, F. H. R., & Rosson, P. J. (1998). Management and performance of international trade fair exhibitors: Government stands vs independent stands. International Marketing Review, 15(5), 398–412.CrossRef

Seringhaus, F. H. R., & Rosson, P. J. (2001). Firm experience and international trade fairs. Journal Marketing Management, 17, 877–901.CrossRef

Severt, D., Wang, Y., Chen, P. J., & Breiter, D. (2007). Examining the motivation, perceived performance, and behavioral intentions of convention attendees: Evidence from a regional conference. Tourism Management, 28(2), 399–408.CrossRef

Sharma, N., & Patterson, P. G. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, 13(2), 151–170.CrossRef

Shipley, D., & Wong, K. S. (1993). Exhibiting strategy and implementation. International Journal of Advertising, 12(2), 117–128.CrossRef

Shi, W., & Smith, P. M. (2014/2015). Effects of international trade show marketing strategies on trade show performance: Does experience matter? Wood and Fiber Science, 47(1), 1–13.

Smith, T. M., Gopalakrishna, S., & Smith, P. M. (2004). The complementary effect of trade shows on personal selling. International Journal Research Marketing, 21(1), 61–76.CrossRef

Smith, T. M., Hama, K., & Smith, P. M. (2003). The effect of successful trade show attendance on future show interest: Exploring Japanese attendee perspectives of domestic and offshore international events. Journal of Business Industrial Marketing, 18(4/5), 403–418.CrossRef

Swandby, R. K., Cox, J. M., & Sequeira, I. K. (1989). Trade shows poised for 1990s growth. Business Marketing, 46–52.

Tafesse, W., Korneliussen T. (2010). The dimensionality of trade show performance in an emerging market. International Journal of Emerging Markets, 6(1), 38–49.

Tafesse, W., & Korneliussen, T. (2011). The dimensionality of trade show performance in an emerging market. International Journal of Emerging Markets, 6(1), 38–49.CrossRef

Tanner, J. F. (1995). Curriculum guide to trade show marketing. Waco, TX: Center for Exhibition Industry Research, Baylor University.

Tanner, J. F. (2002). Leveling the playing field: Factors influencing trade show success for small companies. Industrial Marketing Management, 31(3), 229–239.CrossRef

Tanner, J. F., Jr., & Chonko, L. B. (1995). Trade show objectives, management, and staffing practices. Industrial Marketing Management, 24, 257–264.CrossRef

Tashakkori, A., & Teddlie, C. (Eds.). (2003). Handbook of mixed-methods in social & behavioral research. Thousand Oaks, CA: Sage.

Telfer, D. J. (1999). Travel technology ’98 conference and trade show: Moving the travel trade into the next generation. The International Journal of Tourism Research, 1(1), 59–61.

Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–221.CrossRef

Tynan, C., & McKechnie, S. (2010). Experience marketing: A review and reassessment. Journal of Marketing Management, 25(5–6), 501–517.

Webb, T. L., Sniehotta, F. F., & Michie, S. (2010). Using theories of behaviour change to inform interventions for addictive behaviours. Addiction, 105, 1879–1892.CrossRef

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.CrossRef

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(21), 31–46.CrossRef

Title: Experiential Marketing as a Moderating Effect on Exhibitor Performance at International Tourism Trade Shows
Authors: Zauyani Zainal Mohamed Alias
Nor’ain Othman
Publisher: Springer Singapore
Book: Travel and Tourism: Sustainability, Economics, and Management Issues
Print ISBN: 978-981-10-7067-9

Electronic ISBN: 978-981-10-7068-6

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-981-10-7068-6_3

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"

Premium Partner